What is the “trick” of the Coué method?

Emile Coué, a French psychologist and pharmacist, invented a famous and effective method of psychotherapy, healing, and self-improvement based on the routine repetition of expressions such as: “Every day, in every way, I’m getting better and better“. He called this optimistic autosuggestion his “trick” (in French, “truc”), and believed that imagination, more than willpower, determines our actions.